Torchmark SWOT Analysis, USP & Competitors

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SWOT Analysis of Torchmark with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Torchmark

Parent Company

Torchmark Corporation

Category

Healthcare

Sector

Insurance sector

Tagline/ Slogan

For "middle income" Americans

USP

Specializing in life and supplemental health insurance

STP

Segment

Life insurance, health insurance, investment, other, and annuity

Target Group

Middle income households

Positioning

Marketed through multiple distribution channels including direct response, and exclusive and independent agencies.

SWOT Analysis

Strengths

1. Focus on middle markets through niche subsidiaries
2. Continued strong performance at life insurance segment
3. Efficient underwriting and prudent product focus generating higher underwriting margins
4. Torchmark markets its products under the names of each subsidiary, rather than the Torchmark name, to take advantage of brand recognition

Weaknesses

1. Sizable exposure to below investment grade bonds and adverse credit migration
2. Declining health insurance margin is a concern

Opportunities

1. Turnaround in US life insurance and pension market
2. Expanding healthcare business
3. Positive trends in the US healthcare sector would help Torchmark market its products effectively and fuel its revenue growth

Threats

1. Competitive pressures likely to intensify pressure on margins
2. Regulatory changes could affect financial strength and performance
3. Increased incidence of natural disasters testing claims paying capability

Competition

Competitors

1. Citigroup Inc.
2. Lincoln National Corporation
3. Pacific Mutual Holding Company


The table above concludes the Torchmark SWOT analysis along with its marketing strategy and brand parameters.

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